BRICKING IT: Why Safe Marketing is More Frightening Than Risk

Date: 23 May 2024

LEGO is a cultural icon. The world’s most loved brand, played with by generations, and famous for inspiring and developing the builders of tomorrow.

With universal adoration and almost universal penetration, you’d forgive them for defaulting to safe, standard marketing. Yet the brand has conducted some of the most audacious marketing acts, both globally and in Australia, from partnerships with extreme stunt crews to hijacking family Christmas trees.